Living with The Media 24/7

(DIYapproachforSMEOwners)

Whatwillthisbe?

YOU

WhatisNews？

UnderstandingPublicity1

Protectyourjoborreputa=on1

Itisn’tareporter’sjobto…

Advanceyouragenda2

Itisn’tareporter’sjobto…

Askques=onstohelpyoutosaywhatyouwanttosay

3

Itisn’tareporter’sjobto…

Writeastorythewayyouwantittobetold

4

Itisn’tareporter’sjobto…

UnderstandwhatNewsis2

2

• New• Unusual• Current• Local• Abnormal• Sensa5onal• InsighFul• Sociallyimpac9ul• What’sviralnowonsocialmedia

UnderstandwhatNewsis

MaintainPosi=veRela=onship3

3MaintainPosi=veRela=onship

KnowYourRightswiththeMedia4

Prepareconcisepressrelease5

DonotJust“PressandRelease”DoaPitchtofollowup!

6

AlwaysPrepareforRadioInterview7

PreparingforTelevisioninterview8

Exclusivestory/BehindtheScene

9

ManagingPressConference(date/loca=on/invita=on/actualday)

10

CrisisManagementSkills(10hardques=ons)

Whathappened?Whydidithappen?Wasanyoneinjuredoraffectedfromit?Couldthishavebeenprevented?Hasthiseverhappenedbefore?Currently,whatareyoudoingaboutit?Whenwilltheproblembesolved?Howwillyoupreventthisfromhappeningagain?Didyouknowthiswasgoingtohappen?Whatwouldyouliketosaytothoseaffected?

11

ExtremeCrisis,ExtremeCEO12

Givereporterspecialaccess13

Contributear=cletothepress14

Keepyoursoundbytesunder30seconds

15

Usephotographyorvisualstoenhancethepossibilityofastorybeingrun

16

Realizethatyouhavenocontroloverthecontent,formatand=mingofreport

17

Besureallinforma=onyouuseisaccurate

BeeOrBug?

18

Lookoutformajorupcomingeventstoalignyourpublicity

19

Alwaysprojectaposi=veimageaboutSingaporewhendealingwithInterna=onalMedia

20

ImpactofSocialMediaonNews

#1–NoAnonymity

#2–Nosinglesourceofinforma=on

#3–Nomoreprivatespace

#4–Nomorespeedlimit

#5–Nomoremoderators

#6–Nomoreobjec=vity

#7–Nosimplewayoftellingastory

#8–Nomoreabsolutecensorship

10PiFalls

Donotexpectaperfectstory1

Donotsayanything“offtherecord”

2

Donotsaytheword“Publicity”duringinterview

3

Avoidsayingyourcompanynameduringinterview

4

Donotdisclosurecompanyconfiden=alinforma=onunlessyouarecleared

5

Donotoffera2ndjournalistanexclusiveunlessthefirstonehasrejectedyouroffer

6

Donotaskforthesojcopyofthestorybeforeitispublished

7

Donotthreatenjournalistswithreduc=onofadver=singbudgetifstoryisturneddown

8

DonotbeaBusinessMarketer,BeaContentProvider

9

Donotsendfalseinforma=on10